India-specific corporate social responsibility-consumer perception scale Online publication date: Mon, 23-Aug-2021
by Ruch Tewari; Ekta Sharma; Anupam Singh
International Journal of Corporate Governance (IJCG), Vol. 12, No. 1, 2021
Abstract: The current study attempts to present a novel, statistically validated, India-specific CSR-consumer perception scale (CSR-CPS). No other similar scale is available which was tested after CSR was made mandatory in India and was tested across different sectors. The study was carried out in two phases. Phase one included identifying CSR attributes from the past literature and consultation with experts to check the content validity of the statements. Based on their inputs a questionnaire was designed. In phase two, data was collected from 750 customers of four different industries-telecom, apparel, banking and retail. The results for the scale were refined by exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Structural equation modelling (SEM) approach was used to analyse and validate the CSR-CPS. The scale can be used by policymakers, CSR consultants and firms in India to design and implement targeted and focussed CSR strategies.
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